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18 Cards in this Set

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  • Back
Marketing Information Systems
people, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurateinfo to marketing decison makers
internal databases
COLLECTIONS OF INFO OBTAINED FROM DATA SOURCES WITHIN THE COMPANY
marketing intelligence
systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
marketing research
systematic design, collection, analysis, and reporting of data relevant to specific marketing situation facing an organization
secondary data
info that already exists
primary data
info collected for the specific purpose at hand
Customer relationship Management
overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
casual research
marketing research to test hyptheses about cause-and-effect relationships
descriptive research
marketing research to better describe marketing problems, situations, or markets such as the market potential for a product
exploratory research
marketing research to gather preliminary information that will help define problems and suggest hypotheses
experimental research
gathering of primary data by slecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
focus group interviewing
personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to tak about the product. the interviewer "focuses" the group discussion on important issues
observational research
the gathering of primary data by observing relevant people, actions, and situations
online database
computerized collections of information available from online commercial sources or via the internet
Online (Internet) marketing research
collecting primary data through Internet surveys and online focus groups
sample
a segment of the population selected for marketing research to represent the population as a whole
single-source data systems
electronic monitoring systems that link consumers' exposure to television advertising and promotion with what they buy in stores
survey research
gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior